Client overview
Magnum is an ice cream brand designed for the ‘Pleasure Seekers’ owned by the British/Dutch company Unilever and sold as part of the Heartbrand line of products in most countries.
Challenge
Strategic problems: Unilever wanted to capture customer data on iPads at the point of sale in their pop-up ‘Pleasure Store’.
A competition to win a year’s supply of Magnum was created to entice customers to supply their data. Entry into the competition triggered a confirmation email.
Technical problems: Legacy technology limitations with Unilever’s web-side solution couldn’t allow dynamic data to be posted direct to the Traction platform using common APIs. This meant that data captured at POS wouldn’t automatically trigger an email to the customer.
Why Traction
The Traction platform has been Unilever’s ECRM of choice for the past 10 years. TractionNext helps to consolidate all Unilever UK & Ireland data into a single customer view while also enabling ongoing email and SMS communications.
The Traction platform also contains a powerful competition module to enable quick roll out of rich acquisition campaigns. The competitions module includes templates covering 100s of variations of prize draw and instant win competitions.
Solution
Traction offered a simple workaround using our out-of-the-box functionality. We set up a Secure File Transfer Protocol directory, which automated exporting from Unilever’s local database to the new secure directory.
Using our automated file import service, Traction then picked up the file at a scheduled time daily, posted entries into the platform and triggered the emails within 24 hours.
The TractionNext competition module allowed Unilever to automatically pick winners through our independently-verified draw mechanic, then triggered confirmation emails to all winners using customer data housed within Traction’s single customer view.
Traction designed and built both the confirmation and winner’s email sequence, using best-practice responsive design, and optimal conversion UX to promote engagement.
The campaign was a tremendous success for Unilever as we gained some great customer insights about Magnum buyers, and we also added to our email list to keep a relationship with these loyal customers.
Results
The Traction platform offered a one-stop-shop for all client needs, ranging from data capture, email design and delivery, and a rich reporting suite that allowed Unilever to track metrics per individual entrant at each stage of the journey.
What's Next?
Traction continues to oversee Unilever competitions and email campaigns, and have proposed deeper segmentation and data capture to include purchase data and return on investment tracking.